Style by design: This chain man is a hit among jewelers

 Style by design: This chain man is a hit among jewelers

"This holiday season, males are obsessed with three things: cricketer Hardik Pandya's Cuban link chain, actor Ranveer Singh's gold chain from the Bollywood film Rocky Aur Rani Kii Prem Kahaani, and the so-called Tendulkar chain. Reputable jewelers claim to be selling up to 50 of these chains—which retail for ₹6-7 lakh each—each week. According to them, the demand for men's jewelry has grown by 18–25% over the holiday season over the previous year. Although bracelets and studded earnings are the other popular categories, gold chains are the most sought-after.

"This Navratri-Dussehra period of time, we have seen an increase of 18 percent in the men's category," said Suvankar Sen, managing director of listed jewelry company Senco Gold & Diamond. The requirement for Ranveer Singh chain has become widespread after the film was released," Sen said. The merchant claims to offer 25–30 chains that Singh, who portrayed Rocky Randhawa in the July film, wears.

So what makes this chain unique? It is a chain that is thick, wide, and closely knit. I think that boosts the masculine ego," Sen said. Cricket players are very important in the men's jewelry market, whilst Bollywood celebrities set the style standard for the whole jewelry industry."

"In addition to being a brilliant cricket player, Hardik Pandya is also a style and fashion expert, and Indian guys are starting to copy his look.

"My male customers now like the Cuban link chain that Pandya wears," said Saurabh Gadgil, chairman of PNG Jewellers, a significant company in Maharashtra.

The texture of the Cuban link chain is thick. To highlight the linkages, it is interlaced in a distinctive pattern. The chain gained popularity during DJ Kool Herc's hip-hop block parties in the Bronx, New York, and is credited with popularizing hip-hop culture in the 1970s.

"We sell fifty of these chains every week. Customers may request it in pure gold or a combination of gold and diamonds for more glitter. These chains have a price range of ₹6-7 lakh, however they may go higher according on what the buyers want. They also want matching earrings and bracelets," said Gadgil. The men's category has grown by 25% over the current holiday season. There is a specialized market for gold kurta buttons and tie-pins. The Tendulkar chain has always been a huge success, even if new styles are starting to catch up in the men's sector."